Kellisa's Blog

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Where do we go from here?

Over the last 9 weeks I’ve given examples on traditional and non-traditional advertising and yes I will admit that there were more post on non-traditional advertising but I did this for a reason.

Social Media is really taking over the advertising and PR sphere, I will not disregard traditional media as it has it’s place but as the world advances technologically at lightning space social media is the piece to the puzzle. It’s not a fad in fact I would describe it as our next “Industrial Revolution”, it is here to stay.

So as we continue to do what’s best for our clients, always be mindful that what’s good for one isn’t good for all. Don’t stick to the traditional advertising and don’t be so quickly to jump on the social media bandwagon, think about your client, think about what will help or hurt their brand!

To App or not to App

For my last look at non-traditional media I’ve decided to look at the newest craze – iPhone Applications. It seems like almost every brand is creating an application for their service, brands such as Starbucks, Pizza Hut and Gap and even lesser known and upcoming brands such as TapIt (I was introduced to in Kelly’s blog) have all developed iPhone “apps” in an effort to connect with consumers.
The iPhone App Store now contains more than 85,000 items, which have cumulatively been downloaded more than 2 billion times, with a quarter of this total being recorded in the last quarter alone, AdMob, the mobile advertising network also reported that 25% of these downloads take the form of wireless subscribers opting for paid-for services, rather than just choosing free devices.

Here are how a few companies are using Iphone Apps to market a their product or service.

Starbucks created myStarbucks this enables owners of the touchphone to “create” their own drinks, locate their nearest outlet, and view nutritional information on its products.

The Gap created Style Mixer, which empowers shoppers to browse and match items from its fashion range, and also offers money off any purchases made.

Pizza Hut created a function that allow users to remove ingredients by “tilting” their phone (one factor contributing to its popularity). The company also offered a discount of 20% for customers who use this medium to order items from its menu.

So with all these cool ways to experience the brand, do you think companies should create applications for their services although they are excluding parts of their target market market? OR should they be creating sub campaigns for those who do not iPhones.

Always Coca Cola?

Until I read this article I actually did not take notice that one of the world’s biggest brands names is not a social networking junkie! According to Joseph Tripodi, the company’s chief marketing and commercial officer, the  US soft drinks giant, will adopt a “far more aggressive digital presence” as it seeks to respond to “dramatic changes” in consumer behaviour. Coke’s aggressive digital push is aimed at developing creative content as they move beyond traditional marketing techniques. 

So how are they doing this? Coke has come up with a (in my opinion not so original – although I like the ad) Sounds of Coca-Cola mini campaign part of their overall Open Happiness campaign. People submit videos in which they replicate the noises they associate with opening, pouring and drinking Coke.

The mini campaign is  being conducted exclusively through Facebook, a specially designed ‘Sounds of Coca-Cola’ application has been created  allowing you to upload personal audition videos showcasing your own unique interpretation of the ‘Sounds of Coca-Cola.’ The winner of this competition is featured in a 2010 Coca Cola commercial.

http://www.facebook.com/apps/application.php?id=124008902350

I’ve scoured the internet for audition videos as a means of gaging the success of this social media/viral campaign, unfortunately this was the only video I found

The Sounds of Coca-Cola competition ends on October 15 (appx. two week from now) and there is no evidence of YouTube audition videos so I decided to check out their Facebook page – it has a rating of 2/5 stars and a total of 31 fans. 

Katie Bayne, chief marketing officer of Coca-Cola North America is quoted as saying “Mobile is at the centre of this media revolution. For us it is critical to understand this new device, to interact with teens and youth where they spend their time and deliver engaging and compelling brand experiences. So we add mobile to the marketing mix in pretty much all of our markets.” 

As Coke is using Facebook to mobilize this campaign, it is clear that Coke is either doing something wrong or not doing enough to promote this campaign. Could it be a result that they are a late bloomer in the social networking craze? My topic for this blog is Traditional or Non Traditional Advertising – does it help or hurt the brand. 

I don’t believe that Coke’s step into the media revolution of non traditional advertising is hurting their brand maybe their success would be achieved if they think outside of the can!

Digi this Digi that

Electronics manufacturer Sony is targeting social media as a means to promote their consumer electronics in the US. Sony is signing up ‘blogger dads’ to stimulate consumer conversations on websites such as Facebook and Twitter, they have formed DigiDads as part of their marketing efforts to get fathers to use their products and write about them.

Marcy Cohen, senior manager of communications at Sony Electronics, says the aim is “to engage customers in conversation and share the insights we gain with engineers, product developers and designers. The feedback is going to be invaluable. It’s an easy way to speak frankly and directly.” These “sponsored conversations” within social networks create a new platform  for customers while raising brand awareness.

As a response to the DigiDads campaign Sony will be launchingf their Summer campaign “Summer of 100 faces” where dads and their kids will take 100 portraits and the use of GPS-equipped video cameras to map out historical video tours of a neighbourhood or record a tour on vacation. Although not mentioned, I am quiet certain that Sony equipment will be used to document this campaign 🙂

Here is how one DigiDad will be using the equipment.

 

Sony has allowed tech-savvy dad’s to use their equipment and blog about it, this leads me to ask is this a social networking or viral communications campaign or is this an integration of both or neither?

What are your thoughts?

Talk about non-traditional advertising!

The Social Media Craze

Over the next few weeks, I will be researching which major co-operations are including social media into their marketing mix. Today’s blog focuses on Ford – the first American automobile manufacturer and why they have decided to shy away from traditional media for the USA launch of their new Ford Fiesta.

As we all know social media is currently the fastest growing form of non-traditional advertising. Advertiser’s are increasing their use of social media services such as Facebook and Twitter to promote their products and as a tool through which to respond to queries from their customers.


Ford will launch their latest Fiesta in the USA next year, and has put interactive media at the core of its advertising strategy as a means to increase awareness of the new model prior to its formal introduction.

http://www.fiestamovement.com/

 In March – April, the automobile manufacturer gave 100 influential bloggers a Fiesta to drive for six months, with the sole requirement that they add a new video to YouTube, the video-sharing portal, each month offering their honest opinions regarding the car.

The first link below includes an footage of  a test drive of the car as well as the launch of the new Fiesta, Brand Manager Sam De La Garza explains the reasoning behind the move from traditional advertising (0:46 second mark)

For also encouraged this group to openly discuss their views on social networks like Facebook and Twitter, as it seeks to generate a “buzz” before the vehicle goes on sale in early 2010.

Here is a detailed video from one of the lucky bloggers.

This strategic approach is important as the company is adapting a new way of communicating with their desired markets through the changing  culture of communications.

What do you think about Ford’s new strategic approach? Do you think this approach is important to the company’s history?

Advertising Space

One of the most importatnt factors in advertising – other than getting the desired message out the key publics- is being able to use the space you have whether in a newspaper, magazine, billboard, web page, shopping bags etc wisely, effectively and creatively.

Here are a few examples of  how some companies decided to use their advertising space.

http://www.youtube.com/watch?v=OLUwrqgGIw8&feature=fvw

As my topic seeks to explore if non-traditional advertising helps or hurts the brand, I would like to get your feedback on another advertising campaign by Adidas. To me, this campaign is undoubtedly an ingenious use of advertising space but I can only imagine the risks taken to under go such a production.

Did Adidas go too far? Do you think this form of non-traditional advertising helps or could potentially hurt the brand?

http://www.youtube.com/watch?v=gAGG2JZWBts&feature=fvw

What is traditional and non- traditional advertising?

One might wonder what’s the difference between these two forms advertising. Does non traditional advertising target what I like to call the “Energizer Bunny generation” Generation Y a.ka. Millennials (we just keep going from one thing to another) as well as Generation X and Z and traditional advertising cater to the Baby Boomer and Silent Generation?
To some extent yes and no, the trick is knowing who your target market is, what they want, and how they look for that information.

Advertising is meant to persuade potential buyers to consume or purchase a particular brand, product and or service.  “Advertising is thus a cultural industry which uses the media to connect the producers of consumer goods and services with potential markets” John Sinclair The Media & Communications in Australia.

But as the world grows and we as human beings have become more advanced, so has the way our everyday good and services are advertised.

Our media is delivered to us in many ways such as television, radio, newspapers, magazines, direct mail, cinema, billboards and ofcourse the internet.
Traditional includes most of these elements – radio, television, radio, newspapers, magazines, billboard while non traditional advertising adds cinema, the web, outdoor structures, sky writing, bus wraps and pretty much everything “out of the box” to their mix.

Here are some examples of each.

Non traditional advertising is interactive with it pubilcs, it incorprates and helps to create new technologies and ideas, it feeds off of our pop culture to become the next hot ticket on the market. It brings something new to our blazay everyday life.
Here is a pretty cool example of non traditional advertising. It comes from domestic airline Jet Blue, they decided before they create a new advertising campaign they wanted to get feed back from passengers so they created a Story Booth in Rockerfeller Centre NYC (the booth was also moved onto many other different states) where people can sit and record their toughts, opinions and experiences
<a href=”http://www.rm116.com/adcenter/2006/05/do_you_have_a_s.html” rel=”nofollow”>

Just because it’s not as flashy or might not have that wow affect traditional advertising is not necessarily boring or trageted to the Boomers or SG’s like this repetitive McDonald’s commerical
<a href=”http://www.youtube.com/watch?v=en4muUSIRT4&amp;feature=related” rel=”nofollow”>

Here is an example of traditional and non traditional advertising using the same media – billboards
Traditional – Asking for support for US troops
<a href=”http://images.salon.com/tech/feature/2003/03/25/working_assets/story.jpg” rel=”nofollow”>

Non traditional – Addidas Billboard
<a href=”http://www.billboardsoutdooradvertising.com/img/addidas-billboard-ad.jpg” rel=”nofollow”>

Having seeing an examples of the each one might wonder why are companies resorting to spend more money (millions) creating these different pieces, doesn’t a simple tv ad or newspaper ad work any more. Is traditional advertising dead? Think about it..until next time 🙂

If it’s got four wheels, travels on the road, you put gas in it and it can take you from point A to point B you call it a car, don’t cha.